10 
Cut Through the Confusion and Successfully Move Buying Groups Through Your Account-Based Marketing Programs
TrueInfluence
OCTOBER 30, 2019
By now, every B2B seller has heard how identifying and influencing buying groups is critical to effective Account-Based Marketing and B2B sales strategies. The idea of buying groups – teams of executives and key influencers who evaluate and make large purchase decisions within an account – grabbed headlines a couple years ago when SiriusDecisions rebranded its authoritative waterfall methodology to center on the concept, which it calls Demand Units.
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